LHR T5 Becomes ‘Terminal Samsung Galaxy S5’
Adrian J Cotterill, Editor-in-Chief
In conjunction with JCDecaux Airport, Samsung is to rebrand London Heathrow Terminal 5 as ‘Terminal Samsung Galaxy S5’ (it’s the first time that London Heathrow has permitted a brand takeover of Terminal 5).
The two-week campaign kicks off Monday 19 May, and will see Samsung take over the signage, wayfinding, website and every single digital screen at the terminal in order to promote the launch of its Galaxy S5 mobile.
All 172 digital panels in the main terminal, gate rooms and baggage reclaim areas will feature the rebrand ‘Terminal Samsung Galaxy S5’ and images of the Galaxy S5 phone – total domination of all digital advertising in the building is completed by entrance and drop-off locations, in the lounges, at security, at the gates etc.
Russell Taylor, Vice President, Corporate Marketing, at Samsung Electronics UK & Ireland, said “We are always looking for ways to maximise brand impact and this activity is testament to that. The partnership with Heathrow Airport and JCDecaux Airport was a one-off opportunity to push the boundaries like no other brand has been allowed to do before.”
Fiona FitzGibbon, Head of Out of Home at Cheil UK, commented “The Galaxy S5 is the biggest mobile phone launch of the year and we wanted to go truly above and beyond when it came to building awareness. We have created an extraordinary partnership with London Heathrow. As a result, what we’ve created here for Samsung is something no brand has ever managed before. For two weeks every passenger travelling through the world’s busiest international terminal will see the Galaxy S5 everywhere they look.”
Signage in the airport lounges will drive passengers to the Dixons’ Travel stores where they can try out the phone for themselves.
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